We were tasked with launching TRESemmé's Pro-Infusion Collection, the first line of products designed for fluid styles with natural movement. The brand faced a challenge: it was iconic among customers who grew up with it in the 90s, but needed to overcome its association with stiff gels and sprays for a new generation defined by fluid style.

TRESemmé wanted to change its association with stiff, overstyled hair, and instead, empower women to express themselves with fluid, natural styles. Simply letting your hair down can be a powerful act of self-expression.

So we went where self-expression — and hair — is restricted: the Olympic sport of synchronized swimming. Few sports have more restrictions than synchronized swimming. Hundreds of pages of rules govern not just the swimmers’ physical formations, but also their make-up, swimsuits, expressions, and hair…shellacked with layers of gel to ensure zero natural movement.

Partnering with the USA Olympic Artistic Swim team and renowned choreographer Parris Goebel, who’s known for her defiant routines, we crafted ‘FLUID’: the underwater routine choreographed entirely around the fluidity of unrestrained hair — giving Team USA the chance to perform for the first time, as a team, without restrictions.

Having fluid hair - a popular trend among the younger generations - typically requires rounds of expensive hair treatments. With the launch of TRESemmé's Pro-Infusion Collection, access to fluid hair has been democratized.

We created beautiful, empowering content and spread its awareness through channels commonly used by this younger generation. In media outreach, we spotlighted the film and our partnerships, targeting both Hispanic and general markets. Through diverse influencer partnerships from stylists to hairfluencers, in addition to Team USA and Parris, we continued to build awareness by creating content that balanced both product education and brand purpose while championing the “fluid hair” movement.

We took the performance to unexpected places including the temple of male sports, 2023 Super Bowl (rationale in confidential section), where Parris Goebel was designing the half-time show – marking TRESemmé’s debut into the world of sports. Then, we arrived at New York Fashion Week, the epicenter of over-styled hair and launched the “The Salon”, a TRESemmé pop-up salon at Spring Studios. We turned every major event the month of our launch into a celebration of self-expression.

We also held a film premiere for key media and influencers followed by a panel discussion with Parris and Team USA, contextualizing the societal truths behind FLUID, plus a live swim performance, where Team USA’s flowing, fluid hair was on full display.

The campaign also featured earned and influencer activations, cinema, and OOH.

Helping TRESemmé achieve its strongest year to date, the recently launched campaign is already delivering major impact:

• 860M impressions and counting earning coverage in Good Morning America, NBC Sports, CBS, Entertainment Tonight, and many more.

○ 17.8M media impressions including RCN, Telemundo and featured on American Spanish morning show, Despierta America

○ 148M earned media and social media placements

○ 61% feature story media coverage

○ 44% of coverage drove to product purchase

• 13% expansion with largest retail customer

• 433% increase in influencer marketing effectiveness

○ Parris drove the most influencer impressions with 2.05M with an engagement rate of 8.04%.

• 20% brand growth year over year

The collaboration between Team USA and TRESemmé created an unforgettable display of self-expression and artistic freedom in sports, directly influencing the amplification of the brand message and captivating both athletes and audiences alike.